Case Study: Columbus boosts conversions and cuts CPA with Google Marketing Platform Search Ads 360 Smart Bidding

Columbus efficiently boosts conversions with a Search Ads 360 Smart Bidding strategy

Columbus, a Merkle company and data-driven digital marketing agency, worked with a leading entertainment and telco provider in Australia that faced the challenge of managing large, complex search accounts while adapting to growing mobile usage. To improve efficiency and drive more conversions from its postpaid phone plan campaigns, Columbus turned to Google Marketing Platform and Search Ads 360 Smart Bidding.

Using Google Marketing Platform’s Search Ads 360 Smart Bidding with time-decay and cross-device attribution, Columbus optimized bids in real time across devices and accounts. The result was a 36% increase in conversion rate, a 28% quarter-over-quarter decrease in CPA, a 36% year-over-year decrease in CPA, and a 50% reduction in time spent on campaign optimization.

Columbus

Maud Durieu

Business Director